As the holiday season approaches, small business owners everywhere find themselves asking the same question: Should I go all-in on Black Friday, focus on Christmas, or maybe just sit out the holiday frenzy altogether?

In our latest podcast, marketing expert Jenn Donovan sat down with Chantal Gerardy to discuss this dilemma faced by so many business owners. The conversation was packed with insights on holiday marketing, what really moves customers to buy, and how small businesses can stand out in a season dominated by big brands and endless discounts.

One thing’s for sure—holiday marketing isn’t a one-size-fits-all approach, and what works for a corporate giant doesn’t always serve the small, mighty, independent business. So how can you decide? Let’s walk through some key insights from Jenn and Chantal’s conversation to help you make an informed choice about this holiday season.

The Black Friday Trap: Why Discounts Aren’t Always the Answer

“Everyone thinks Black Friday is about massive discounts, but for small businesses, it can be more about value and creating memorable experiences,” Jenn says. “People shop for reasons that go beyond price—they want an experience, a story, something that makes them feel special.”

Jenn believes it’s a misconception that to compete during the holidays, a small business has to engage in a “race to the bottom.” Instead, she suggests focusing on how your brand can create a unique experience that resonates with customers. While big retailers compete on discounts, small businesses can offer personalized bundles, storytelling, and exclusive limited-edition products that bring a sense of urgency and excitement without slashing prices.

The Power of Emotional Marketing During the Holidays

Chantal Gerardy shares that over 80% of consumers make impulse purchases during Black Friday and Christmas. “It’s not just about the price tag,” Chantal says. “People are looking for gifts that make them feel something, that tell a story they can share.” This impulse-buying trend can be a huge opportunity for small businesses—but only if they understand how to appeal emotionally.

Instead of relying on price drops, Jenn and Chantal recommend creating an emotional pull. Think about the stories behind your products: Why did you start your business? What impact does your product make? By crafting a narrative that resonates, you can connect with buyers on a level that big retailers can’t replicate.

Holiday Marketing Strategies to Stand Out

In the podcast, Jenn highlights a few practical strategies for small businesses that want to stand out during the holiday season:

1. Limited-Edition Products or Bundles: Offer unique, seasonal items or carefully curated bundles that make shopping easier for customers. “Holiday bundles are a brilliant way to add value without a discount,” Jenn suggests. “It’s something customers can’t find anywhere else.”

2. Build FOMO (Fear of Missing Out): By limiting the availability of certain products or bundles, you create a sense of urgency. Customers love the thrill of exclusive offers, especially when they’re personalized.

3. Tell Your Story: Let customers in on the story behind your brand. “Sharing why you started, what motivates you, or even a holiday-themed story makes the shopping experience more personal,” says Jenn. A powerful story can transform a product from just another gift into a meaningful purchase.

4. Prepare Your Email Marketing: Use email to keep your audience informed, engaged, and excited about what you have planned. Whether it’s a special sneak peek of your holiday items or a countdown to Black Friday, email can be a powerful way to build anticipation and drive sales.

So, Are You In or Out?

Jenn and Chantal agree that deciding to participate in Black Friday and Christmas promotions should be a strategic choice, not a reaction to what everyone else is doing. “You don’t have to do what everyone else is doing,” says Jenn. “If you know your audience and how to serve them, you can make holiday marketing work for you—on your terms.”

Decide Your Holiday Marketing Objectives: A Quick Questionnaire

If you’re still unsure about your Black Friday and Christmas marketing plans, this quick questionnaire can help clarify your goals and approach.

1. What’s Your Goal?

   • Do you want to increase sales volume, attract new customers, or boost brand visibility?

2. What Makes Your Business Unique?

   • Are there any unique stories, values, or experiences you can highlight to set you apart?

3. Who Are You Targeting?

   • Are you trying to reach existing customers or attract new ones? Is your audience motivated by discounts, convenience, or unique offerings?

4. What Can You Offer That’s Exclusive?

   • Consider limited-edition products, bundles, or experiences that create urgency without heavy discounts.

5. How Will You Reach Your Audience?

   • What channels work best for you—email marketing, social media, or in-store experiences? Map out a plan for each.

By answering these questions, you’ll start to build a clearer picture of how to approach the holidays, whether you go all-in on Black Friday, focus on Christmas, or find your own path.

About the Author

Jenn Donovan is a seasoned marketing strategist, speaker, and the founder of Social Media and Marketing Australia. With a heart for rural and regional businesses, she’s passionate about helping small business owners see the power of marketing on their own terms. Jenn also hosts the ‘Small Business Made Simple’ podcast, where she shares no-nonsense insights, practical tips, and heartfelt stories to help business owners succeed.